An Examination of Contemporary Celebrity Endorsement in Fashion

Stephen Wigley

Research output: Contribution to journalArticlepeer-review


This paper examines the contemporary relationship between fashion brands and celebrities. Noting the historic role of celebrities in fashion and their current prevalence in the industry, the paper moves beyond discussion of the motives and effectiveness of celebrity endorsement, and instead explores its nature and practice in the fashion sector. The paper proposes a new definition of celebrity endorsement in fashion, offers a classification of celebrities involved in fashion brand endorsement, and presents a typology examining the contemporary means by which a fashion brand may collaborate with celebrities. The typology is defined in context of the nature, length and cost to the brand of the relationship between it and the celebrity. The methodology uses secondary sources and qualitative primary research in an exploratory agenda in order to propose conclusions and suggest ideas for further research.
Original languageEnglish
Pages (from-to)1-17
Number of pages17
JournalInternational Journal of Costume and Fashion
Issue number2
Publication statusPublished - 31 Dec 2015


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